Wednesday, February 11, 2015

We in
advertising are in the communications business.
And because communications is our business, we strive always to be best
at it, to set the standards of excellence in Truth Well Told. That process starts with our personal
business communications, with the letters, memos, repots and documents we sign
our names to every working day. You will
need certain skills to deal properly with the form and content of this business
correspondence. Improving those writing
skills is never-ending process at McCann-Erickson-we just can’t get too
good. The pages that follow are
your”starter packet” to guide you toward better business writing and to help
you along your career path n advertising.

These
seven guides are hands-on, practical tools to augment training in writing
skills. They were designed for easy
removal as an on-the job aid as well as a handy reference in your McED
Fundamentals binder. They provide a
start toward improving the quality of our business correspondence on a local
agency basis and establishing a higher standard throughout the Mc Cann network.

A
selected bibliography on good business writing (in English) and graphics
communication follows the Writing Guides.

CONTENTS

On Better Layout

On Contact Reports

On Competitive Copy Analysis

On Agency POVs

On Store Check Reports

On Persuasive Proposals

On More Effective Graphics

Mc Ed Writing Guide

On Better Layout

Layout

Beyond the words you use in a letter, the lay
out of the page is important to enhance as well as convey meaning. Below are some general guidelines to help you
make your written work more effective.

This not only helps the reader understand how your
letter is organized, but if the headings summarize your key points, they also
provide a quicker read.

Use Attention Grabbers

Use and attention grabbers up front to engage your
reader and give an overview.

Use Parallel Construction

When making a list, use parallel construction (like
verb tenses, pronouns, etc) to enhance readership.

Use Clear Copies

A bad photocopy defeats your hard work

Appendix Everything You Can

Keep your memos as short as you can. One page, if
possible. The Shorter they are, the
better chance they will get read. If the
reader needs more information, he/she will go to the appendixed exhibits.

Vary the Length

Make your paragraphs and sentences different lengths to
make them inviting to read.

Use Bullets or Numbers

Use both for subpoints to help organize the page
visually. Numbering points also aids
memorability.

Use Underlining

Underlining is good for headings and topic
sentences. It is also effective for
stressing key words in a sentence. But
avoid overdoing it. And please

use continuous underlining not choppy underlining under
each word.

Use Numbers Sparingly

Reduce the amount of numbers you have in a
paragraph. Write them so they are
readable: $100 million, not$100.000.000 . If you have a lot of numbers,
consider using a chart.

Both of the memos on the following two pages have
exactly the same wording. It is the
layout that makes the difference.

Hard to Read Because
of Poor Layout

To: All Officers and Department
Head Date: December 19. 1004

Just a short memo to set our priorities for the coming decade. Our industry is going through

Tough times right now. We have been through the feckless buyout
binge fueled by massive borrowing. The
ebbing economic tide now reveals devalued stock prices. We will face even more revenue and cost pressures in the ‘90s
as we continue to erode already razor – thin margins in fee and commission
wars. While many agencies are placing
their priorities on profits first, we are going to dare to be different. Here are our priorities: People are our
asset. People create the product, have
the ideas and make the difference. If we
are to differentiate ourselves, we need to invest in our people so that they
will provide value-added services for which our clients will be willing to pay
a premium …getting us out of a parity price squeeze. We need to redefine our products to meet the
emerging needs of our clients, not ourselves.
At the center of them all are”ideas”.
After all, that is the business we are in and the value we add to our
client’s businesses. And finally, we
have to make a profit. That is why we
are in business. If we cannot make a
profit, we will lose self-esteem, our clients’respect and our economic reason
for being. The advertising industry is
being battered by forces that will radically change the way we do
business. In the final analysis, those
that survive and flourish will have to have a vision and their priorities
clearly set. People. Product.
Profits. Those are our priorities
for the ‘90s.

Easier to Read Because of Better Layout

Ellips

Memo

To: All
Officers and Department Heads

Just a short memo to set our
priorities for the coming decade.

Our industry is going through tough
times right now. We have been through
the feckless buyout binge fueled by massive borrowing. The ebbing economic tide now reveals devalued
stock prices. We will face even more
revenue and cost pressures in the’90s as we continue to erode already
razor-thin margins in fee and commission wars.

While many agencies are placing
their priorities on profits first, we are going to dare to be different.

Here are our priorities:

1. People: People are our assets. People create the product, have the ideas and
make the difference. If we are to
differentiate ourselves, we need to invest in our people so that they will
provide value-added service for which our clients will be willing to pay a
premium…getting us out of a parity price squeeze.

2. Product: We need
to redefine our products to meet the emerging needs of our clients, not
ourselves. At the center of them all
are” ideas”. After all, that is the business we are in and the value we add to
our clients’ businesses.

3 Profit: A finally, we have to make a profit.
That is why we are in business.
If we cannot make a profit, we will lose self –esteem, our clients’
respect and our economic reason for being.

The advertising industry is being
battered by forces that will radically change the way we do business. In the final analysis, those that survive and
flourish will have to have a vision and their priorities clearly set.

People.
Product. Those are our priorities for the ‘90s.

Mc
Ed Writing Guide

On
Contact Report

CRs

“CR” stands for Contact Reports, Conference
Report, or Call Report, or Call Report.
No matter what you call them, they are probably the first and most
important document you will write when you have client contact.

Purpose

The
purpose of a CR is to record key
decisions chronologically and to identify next steps between our agency and our
clients on all major meetings and phone calls.
The CR does six things:

1.It
summarizes the meeting for those attending, assuring a common understanding.

2.In
informs those people not attending
of the status of the latest issues, decisions, agreements and steps o a
particular project.

3.It provides written feedback to the
client of a project’s progress for future reference.

4.It provides direction for implanting
next steps to move the project ahead.

5.It provides a written historical
record of a projects progress for future reference .

6.Unlike minutes, the Contact Report
highlights important events or actions; it should not record every detail.

Guidelines

1.Keep them short. Only two things should be in a CR. That’s
right, two:

A.What were the key decisions/
agreements?

B.What are the next steps? By whom ?

How
to Write One

Follow
the example on the opposite page. There
are two basic sections: the heading and the body. Make the CR list cover all
essential people at the client and here.
Organize subjects in the order discussed during the meeting or in the
order of importance. Identify who does
what by when in the next steps.

Other
Important Hints

Meeting
Closings – At the meeting being reported, the person writing the CR should
verbally sum it up in the CR format. You
will be surprised how often this helps to clarify things and makes your job
easier.

Meeting
Openings – To open the next meeting, pass out a copy of the previous CR. This will get everyone oriented on common
ground before you do what you said you would do.

Contact
Report

Ellipse
Asia

Client: Foods,
Inc.

Brand
Product Snap’n Pop

CR# 83

From: R. Smith

To: J.Doe,
S.Que, R. Farley, W. Wentworth, T.Coburn, D. Bell

Subject: Snap ‘n Pop
Creative Exploraty and media Plan

Date: 9/14/93

Present for
Client: J.Doe, S.Que

Present for
Agency: R. Smith, W.
Wentworht, R. Farley, T. Coburn

Date of
Meering: 9/13/94

1.Snap
‘n Pop Creative Exploratory

Today
M/E presented three campaigns to “Client”.

·“Popping
Box”

·“Snap”

·“Mr.
Pop”

We recommended and the client approved”
Mr.Pop” for production.

2.Today
M/E presented two media plans to “Client”.

·Continuity
Plan

·Flighting
Plan

“Client” requested that we develop and
alternative”Pulsing Plan” tjat examines a 52 week pattern of being in
advertising for three weeks followed by a two-week hiatus.

Next
Steps

1.J.
Good to bid the commercial…………………………………..10/20

2.S.
Weed to clear legal and networks…………………………….10/30

3.T.
Bud to begin casting…………………………………………..10/20

4.Client
meeting date……………………………………………….12/5

5.P.
Paul to develop Pulsing Plan for agency review

CONTENTS

On Better Layout

On Contact Reports

On Competitive Copy Analysis

On Agency POVs

On Store Check Reports

On Persuasive Proposals

On More Effective Graphics

Writing
Guide

On
Competitive

Copy
Analysis

Competitive

Copy

Analysis

A
Competitive Copy Analysis is an important document both for us and
the client because it keeps everyone abreast of timely changes that could
affect your brand’s creative product.

Purpose

The
purpose of a Competitive Copy Anaylsis is to provide timely on your
competitor’s copy strategy and execution. It also is one of the best ways to
develop creative strategic skills and creative executional judgment.

Be
Objective

Start
with the assumption that your competitors are smart as you are.

This
will guide you to be objective and therefore more credible in your analysis.

How to
Write

Heading:
This gives all the pertinent data as to when and where the advertising
was monitored.

Context:

Put
this execution in the context of the overall positioning of the overall
positioning of the product and its current campaign, reminding your reader of
the bigger picture.

Implications:
Perhaps the most important but often omitted section of a competitive report
is the “so what?” Draw some conclusions
as to what this means to your product.
Should you reassess your strategy in light of this new competitive copy?
Are there any executional lessons to learned?

Strategy: Describe the strategy in items of
the target, benefits and support
points. Then assess both the pros and
cons of the strategy.